Understanding Customer Relationships

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Case: Cultivating the Customer Connection:
A Framework for Understanding Customer Relationships, by James G. Barnes, Chief Customer Strategist, BMAI. This article was originally published in Managing Customer Relationships: a strategic framework, 2nd edition, by Don Peppers and Martha Rogers, John Wiley and Sons, 2010.

 

Pick a brand that you always buy and to which you are loyal. Incorporate this brand in your below answers.

 

1. Do you believe it is possible for a customer (you) to have a relationship with a brand (your chosen brand)? Is it possible for a firm to have a relationship with a customer — especially a customer who is one of millions of customers? What conditions do you believe have to be met before a relationship is possible? Support with examples.

 

2. A) Is your loyalty based on an “attitude” or a “behaviour”? In your own words, what is the difference between “attitudinal loyalty” versus “behavioural loyalty”? Can you have one without the other?
3. Based on your brand, explain each of the 5 “E’s”. Support each with specific examples. Be careful – there is an underlying point to each E. Show me you understand each of the core “E’s”. Pls. separate each E, and make sure each stands out.

Elements of the simulation

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some elements of the simulation certainly seems more “real word” than

others which elements in simulation seem like they are most representative of a real world scenario and why?

Google analytics and conversion tools

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how do google analytics and conversion tools help in success metrics of a companies website

Demand and supply of goods and services

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As discussed in Chapter 3, several factors impact the demand and supply of goods and services. Based on what we discussed in this chapter and from your own experience, answer the following questions.

 

  1. Assume that you are planning to buy a nice warm jacket in the coming winter. Besides price, explain three other factors which could impact your decision to buy or not to buy the new jacket.
  2. You’re ready to buy your jacket but just realized very few of them are in stores. The manufactures did not supply as many of them as they usually would.  Explain at least two factors which may have impacted the manufacturer’s decision to decrease the supply of this jacket.

 

To respond to this DQ click to launch and create a thread to type your answer. You need to click ‘submit’ after your post and then click okay.

 

Responses to all DQs are due at 11:59 pm on Sundays.

 

To receive the full mark of 1.5%, you need to post your own answer and then post a comment to at least one other student’s response.  Comments to other students’ post should add value to the discussions. ‘I agree’ or ‘well done’ are not acceptable

Customer satisfaction and its relationship

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Develop a suitable research question/hypothesis; for customer satisfaction and its relationship with loyalty in any sector of your choice.

Which elements in the simulation

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Reflection Question: In the backpack simulation there are some elements of the simulation certainly seems more “real world” than others. Which elements in the simulation seem like they are most representative of a real world scenario and why?

Social marketing projects in India

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What are the factors that were considered by Unilever to launch social marketing projects in India and elsewhere?

Why do you think strategic planning is important

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Why do you think strategic planning is important to company, organization?

why organizations need an ethics policy

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In your own words, describe why organizations need an ethics policy and what benefits organizations reap from CSR

Quality Prices Payment conditions

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Once you have received the 3 quotes, compare these with the existing supplier provisions and attach a
summary which outlines the advantages and disadvantages for: Quality Prices Payment conditions Service
provisions Reliability . Specific needs of your organisations (quantities, $ terms, purchasing power etc.)